Originally published in Abhishek, & Dandotiya, G. (2015). Q-Connect: Reaching rural customers with Assam Mobile Theatre.MAR0480. Ahmedabad: Indian Institute of Management, Ahmedabad.

Dinesh Sibal, CEO of Q-Connect, was reading his email on his laptop after returning back to his hotel room in Guwahati. He was in Guwahati for his regular monthly meeting with the field team. One of the emails was from the marketing manager of a leading consumer durables company dealing in kitchen utensils and appliances. The company wanted to use Q-Connect network to carry out demonstrations and sales of its products for its target customers in Assam. Sibal was pleased as this was the first instance of a company reaching out to him for using Q-Connect network. He wanted to share the good news with his colleague Gulancha Baruah with whom he had built this network.

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